Creative Wales Industry Survey: 2024

This survey was conducted in November 2024 and covers a sample of businesses and freelancers from the screen, music, digital and publishing sectors in Wales. It follows two previous years conducted in 2022 and 2023, allowing comparisons to be drawn between years and helping to identify trends over time. However, it is noted that the sample sizes differ in terms of sector representation and consideration should therefore be given when comparing some of the results. 

Main findings

• The survey was completed by 808 respondents across the regions of Wales from the screen (35%), digital (26%), publishing (23%) and music (16%) sectors, with 39% of respondents self-employed or freelancers, 42% company owners or directors and a fifth (19%) employees.
• Business turnover trends remain largely unchanged from 2023, with 27% of businesses reporting increased turnover, 30% experiencing a decline and 43% seeing no change. Publishing and digital sectors reported greater financial stability.
• Changes in turnover were attributed to amount of work available, increased awareness of businesses and impacts from increasing cost of living.
• Respondents are more confident than not about running their business profitably. The digital sector showed the most confidence and the screen sector the least. Freelancers are less confident than employers, employees and those who are self-employed.
• Increasing profitability, maintaining current status and improving marketing opportunities are the top priorities for businesses and freelancers, whilst growing the workforce has become a lower priority from 2023.
• 7% of businesses experienced challenges with staff retention and 15% encountered difficulties in filling specific roles, with the top three factors thought to be due to skills shortages, pay expectations and recruitment practices.  
• Freelancers report employment difficulties, with 69% struggling to find work.
• The most common areas of skills gaps reported by businesses and freelancers were sector-specific skills, technological skills and marketing and branding skills.
• Newly introduced questions in 2024 reveal mixed experiences in accessing training, with over a quarter finding it difficult to access relevant training. Job satisfaction and wellbeing levels are generally positive across respondents.
• The industry would most like to see further financial support, increased opportunities for networking, help with marketing and improved access and availability of business support and advice from Creative Wales.
• Awareness of Creative Wales has increased to 67% in 2024 with 19% of respondents rating the communication as highly effective.
• 15% of respondents are fluent in Welsh and 34% able to speak a few words. The music sector shows the highest fluency, while the digital sector shows the lowest ability levels.